기대 서비스에 대한 평가와 후회 경험이 승객의 재구매 의사결정에 미치는 영향-구매와 여행 경험 변수의 조절적 효과를 중심으로-
How the Airline Passenger`s Experiences Regret and Value on In-flight Services Influence the Passenger`s Repurchase Decision Making-An Approach on Moderating Roles of Purchase & Travel Experiences-
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초록
In-flight retailing in international airlines is classified as an important revenue source of the respective industry. Identifying the traits of the key consumers will ultimately enhance the sales performance. Especially, as the airline passengers are forced to stay long in the fixed one place that they are likely to consider the in-flight retailing as an major boredom treatment and an additional customer service. Developing ways of realizing potential of the in-flight retailing is an imminent issue in airlines industry for the expectation and satisfaction of the passengers. This research relates the factors of in-flight shopping to purchase intention, especially of the in-flight shopping environment and the respective experienced regret of the passengers. The airline passenger's experienced regret and value on in-flight shopping products and services effecting the repurchase intention are examined. As a result shown here, the in-flight retail environments (value on in-flight shopping products and services) significantly influence the repurchase intention. The experienced regrets of the passengers are also related to the repurchase intention. As the effects of value on in-flight shopping products and services are more eminent than those of the experienced regrets in the repurchase intention, the airlines should consider taking strategic approaches for in-flight retail environments. And the moderating roles of travel frequency, purchase experiences and purchasing prices are verified.
Abstract
In-flight retailing in international airlines is classified as an important revenue source of the respective industry. Identifying the traits of the key consumers will ultimately enhance the sales performance. Especially, as the airline passengers are forced to stay long in the fixed one place that they are likely to consider the in-flight retailing as an major boredom treatment and an additional customer service. Developing ways of realizing potential of the in-flight retailing is an imminent issue in airlines industry for the expectation and satisfaction of the passengers. This research relates the factors of in-flight shopping to purchase intention, especially of the in-flight shopping environment and the respective experienced regret of the passengers. The airline passenger's experienced regret and value on in-flight shopping products and services effecting the repurchase intention are examined. As a result shown here, the in-flight retail environments (value on in-flight shopping products and services) significantly influence the repurchase intention. The experienced regrets of the passengers are also related to the repurchase intention. As the effects of value on in-flight shopping products and services are more eminent than those of the experienced regrets in the repurchase intention, the airlines should consider taking strategic approaches for in-flight retail environments. And the moderating roles of travel frequency, purchase experiences and purchasing prices are verified.